Samsung Next Big Thing Ad: When Samsung Mocked iPhone Queues (2011)

The Samsung Next Big Thing ad was a 2011 TV commercial for the Galaxy S II that poked fun at Apple fans waiting in long queues for a new iPhone. This article looks at what the ad showed, why it got so much attention, and how the Samsung vs Apple rivalry and phone launches have changed since.

Quick answer: Samsung’s “The Next Big Thing is Already Here” ad launched in the US in November 2011. It showed Apple fans lining up outside a store for a new iPhone while passers-by showed off their Samsung Galaxy S II. The ad was a hit online and started a long-running Samsung habit of teasing Apple in its marketing.

What the Samsung Next Big Thing ad showed

The ad mocked the long Apple store queues where Apple fans lined up for hours to get new iPhones and iPads. Fans eager for a new phone wait in a long line and are surprised by Samsung Android phone users, who chat about their phone’s features and benefits compared to the iPhone.

According to The Drum, Samsung released the ad on Facebook on November 23, 2011 and it began airing on US TV the next day, under the tagline “The Next Big Thing is Already Here”.

Watch the ad

You can watch the ad on YouTube:

Why the ad worked

In 2011 Samsung was making amazing smartphones, and Google Android made them really versatile, often at a lower price than an iPhone. The ad turned Apple’s biggest marketing moment, the launch-day queue, into a joke about waiting for features Android phones already had. People shared it widely, and Samsung went on to make more ads in the same series in 2012.

• It targeted a famous image. Everyone knew the photos of people camping outside Apple stores.
• It used humour, not spec sheets. The comparison came through jokes between characters.
• It spoke to people who already owned an iPhone and wondered whether to switch.

Samsung vs Apple after the Next Big Thing ad

The rivalry kept going for years in ads, in court and in sales charts. Samsung and Apple remain two of the biggest smartphone makers in the world, and Samsung still teases Apple in its marketing from time to time.

Do people still queue for iPhones?

Launch-day lines still happen at some flagship Apple stores, but most buyers now pre-order online and get the phone delivered or pick it up at a set time. The giant overnight queues of the early iPhone years are much rarer.

Choosing between Android and iPhone today

• Ecosystem: if you use a Mac, iPad or Apple Watch, an iPhone fits in more easily. Windows and Google users often feel at home on Android.
• Choice and price: Android phones come from many brands at every price, while iPhones come only from Apple.
• Screens: both sides use high-quality OLED screens on flagships; see our guide to types of smartphone displays.
• Switching: both Google and Apple offer tools to move contacts, photos and messages between platforms.

Are you still lining up for iPhone queues, or do you just go for Android on Samsung?

FAQ

What was Samsung’s “Next Big Thing” ad?

A 2011 US TV ad for the Galaxy S II, tagged “The Next Big Thing is Already Here”, that mocked Apple fans queuing for a new iPhone.

When did the Samsung Next Big Thing ad come out?

It was released on Facebook on November 23, 2011 and started airing on US TV on November 24, 2011.

Which phone did the ad promote?

The Samsung Galaxy S II, an Android smartphone.

Can I still watch the ad?

Yes, copies of the ad are on YouTube, including the one linked above.